How Custom Product Bundles Power Smarter Ecommerce Funnels

As ecommerce brands grow, so does complexity: more SKUs, more product variations, more campaigns. But with complexity often comes confusion—for your customers and your funnel performance.

That’s why smart brands are turning to custom product bundles—a way to group related products or variations into a single, dynamic offer designed to convert.

Whether it’s bundling flavors, sizes, kits, or curated collections, custom bundles give you more control over the post-click experience and open the door to deeper personalization.

What Are Custom Product Bundles?

A custom product bundle (or “virtual product”) is a combination of existing SKUs presented as one product for the shopper. It’s not a hard-coded package—it’s a dynamic, flexible bundle you define and deploy wherever it fits best in your funnel.

This allows you to:

• Group 2+ SKUs into a named, branded product (e.g. “Sleep Better Starter Kit”)

• Let shoppers choose attributes (flavor, size, quantity) within the bundle

• Create exclusive bundles for specific campaigns or traffic sources

Want to learn how this fits into the bigger picture? Check out our full guide on Ecommerce Funnel Optimization to see how custom bundles plug into performance-driven journeys.

Why Custom Bundles Are Funnel Superpowers

Smart bundling isn’t just about upselling—it’s about building funnel-specific product experiences that meet your shoppers where they are. With custom product bundles, you can:

1. Match the Offer to the Traffic Source

   • Build a bundle for TikTok shoppers that feels curated for discovery

   • Create loyalty bundles for email subscribers who’ve bought before

2. Streamline Decision Making

   • One product page. Multiple options. Zero friction.

   • Reduce bounce by simplifying purchase logic—especially on mobile

3. Boost AOV Without Pressure

   • Customers love value—especially when it’s framed as a set

   • Bundles feel like a recommendation, not an upsell

4. Support Product Education

   • A bundle gives context: why these products go together

   • Ideal for starter kits, trial sets, or how-to routines

How Brands Are Using This Today

Brands use custom bundles to:

• Test new product positioning (without changing PDPs)

• Build exclusive offers for landing pages

• Create higher-performing gift sets, kits, or cross-sells

Explore how AI landing pages help frame these offers more effectively, adapting in real time to what the customer expects post-click.

Conclusion

Custom product bundles are more than a merchandising trick—they’re a new layer of funnel intelligence. By giving marketers the ability to group and shape products around the customer journey, they unlock personalization that feels human, not robotic.

Want to try bundling smarter? Jurni helps ecommerce teams build and test high-converting funnels using dynamic custom products—no dev time needed. Book a demo →